How Data Is Shaping the Future of Live Events: SXSW 2025 Panel Recap
When venues control their data, they control their future. Check out these key takeaways from our SXSW 2025 panel on leveraging data for smarter ticketing and deeper fan engagement.
Each year, SXSW brings together the brightest minds in music, tech, and culture for one of the most influential gatherings in the world. Among SXSW 2025's conversations, “Smart Venues: Using Data to Boost Revenue and Fan Experience” explored how forward-thinking venues are harnessing data to market more effectively, sell more tickets, and create better experiences.
Sara Mertz, our VP of Music Partnerships, Venues, joined executives Andrew Bragman (VP Ticket Operations, SoFi Stadium and Hollywood Park), Ryan Hall (Chief Marketing & PR Officer, The St. Augustine Amphitheater), and Howard Weiss (Sr. VP Entertainment & Sponsorships, VAI Resort) for an insightful discussion. In case you missed it, here are the highlights:
1. Owning Your Data to Unlock Revenue and Fan Engagement
A major theme of the discussion was the importance of owning your data and using it strategically. Venues relying on ticketing platforms that withhold customer insights miss out on critical opportunities to engage fans, boost revenue, and improve the overall experience.
"The more you can house data in your own ecosystem, the better," said Mertz. "The more you know about how people move through your space, the more you can optimize fan experience."
For the first-of-its-kind luxury entertainment destination VAI Resort, the ability to integrate ticketing data with its larger guest experience was a key requirement when selecting a ticketing platform.
"We needed a system that could track our customers in ways we’ve never been able to before and seamlessly integrate with our larger hotel system," said Weiss.
Whether it’s segmenting audiences to better target out-of-town fans or offering personalized upsells and VIP options, having a full view of your audience opens the door to more meaningful and profitable experiences. The takeaway is simple: if you can’t access your data, you can’t access your audience.
"With us being a smaller market, we really use data to bring in out-of-town visitors and drive economic impact for the local community," said Hall.
2. Making the Most of Every Ticket—Before and After the Sale
Revenue opportunities don’t stop once the initial onsale ends. Smart ticketing tools help venues optimize sales, manage demand, and ensure tickets reach real fans—not bots and scalpers.
Built-in tools like Tixr Waitlist enable venues to capture fan interest beyond the initial rush, reduce opportunities for scalpers, and strategically add inventory or second dates at the right moment.
"We’ve sold out entire second shows purely from the waitlist, never even marketing that they were happening," said Mertz, referencing how artists like Eric Church and Pretty Lights have leveraged Tixr to maximize sales while keeping fans engaged.
And when demand spikes, behavioral pricing helps venues and artists—not resellers—benefit. Though controversial among some fans, real-time pricing based on actual demand undeniably helps keep inventory out of scalpers' hands.
3. The Future of Smart Venues: Integrating Data Across Every Touchpoint
What’s clear is that venues can’t afford to stand still. With the rise of AI and evolving fan expectations, data is no longer just about sales reports; it’s about optimizing every stage of the fan journey and building long-lasting relationships beyond the initial ticket sale.
"You can't make decisions in silos. Everything's got to work as one cohesive system," said Bragman.
But to integrate ticketing, marketing, and fan experience, venues need to think long-term. APIs that allow data to flow freely and infrastructure that scales with demand will define the future of smart venues.
"You don’t want to be manually downloading data just to move it between systems—everything should work together seamlessly," said Mertz.
Key Takeaways for Smarter Venue Strategies
This SXSW 2025 panel made one thing clear: data is the foundation for better business decisions and fan experiences. Here are the three biggest takeaways from the discussion:
- Own your data. Without control over customer insights, you miss valuable opportunities to engage fans and drive revenue.
- Use smarter ticketing tools. Behavioral pricing and waitlists help venues price based on true demand and capture fan interest while discouraging scalper activity.
- Invest in systems that work together. Ticketing, marketing, and operations should be fully connected to optimize engagement long before fans arrive at the venue.
Listen to the full panel on SXSW’s website for more insights!
Schedule a demo to learn how our data-driven tools can transform your venue’s ticketing strategy.
